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The Attitudes of Elderly People Towards Traditional and Innovative Delivery Channels of Financial Services (Postawy osob starszych wobec tradycyjnych i innowacyjnych kanalow dystrybucji uslug finansowych)

Author

Listed:
  • Bogumil Czerwinski

    (Politechnika Gdanska, Wydzial Zarzadzania i Ekonomii, Katedra Marketingu.)

Abstract

The growing participation of elderly people in the structure of the population is posing new challenges for companies offering products to them. Financial services are an example of such products. Insurance and bank services offered to elderly people through traditional and modern delivery channels are a subject of the present text. Based on the literature review two research hypotheses were formulated: H1: socio-demographic characteristics of people over 50 years old affect their preferences as for using insurance services through traditional and modern distribution channels and H2: socio-demographic characteristics of people over 50 years old influence the availability of financial services perceived by them. The verification of the constructed hypotheses was carried out on the basis of research conducted among 1498 people aged 50+ from the northern Poland. Moreover, recommendations are included in the article for the economic practice serving better adaptation of the market offer to expectations of customers of financial services.

Suggested Citation

  • Bogumil Czerwinski, 2016. "The Attitudes of Elderly People Towards Traditional and Innovative Delivery Channels of Financial Services (Postawy osob starszych wobec tradycyjnych i innowacyjnych kanalow dystrybucji uslug finansow," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(59), pages 156-170.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:59:y:2016:p:156-170
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    More about this item

    Keywords

    elderly people; financial services; delivery channels;
    All these keywords.

    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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